Urgent topics for advertising research: addressing critical gaps in the literature

Jisu Huh, Hao Xu, Maral Abdollahi

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


This article examined advertising research topics categorized by connections and tensions between central actors in the advertising ecosystem (advertising industry and advertisers) and other key actors. From a bibliometric analysis of original research articles published in the top three advertising journals during the past 20 years, topical areas were identified where research has been lacking. These topics included: (1) issues at the connection between advertising industry/advertisers and non-government regulatory/watchdog organizations; (2) issues at the connection between advertising industry/advertisers and the government; and (3) macro-environment issues, especially social and technology environment factors. For each of these areas, urgent topics for future advertising research and example research questions were proposed.

Original languageEnglish (US)
Pages (from-to)247-260
Number of pages14
JournalInternational Journal of Advertising
Issue number1
StatePublished - 2023

Bibliographical note

Funding Information:
Considering advertising messages as important common elements of all advertising research, the advertising industry and advertisers are central actors in the advertising ecosystem, since they initiate, plan, create and execute advertising campaigns. The media industry is financially supported by advertising revenues and provides space for advertising messages to meet target audience consumers. Advertising self-regulatory organizations, watchdog groups, consumer advocate organizations and government regulatory agencies watch over advertising practices and messages, while providing guidelines for the industry and advertisers. These organizations educate and protect consumers, and develop and enforce advertising regulations.

Publisher Copyright:
© 2022 Advertising Association.


  • advertising ecosystem
  • advertising ethical issues
  • advertising regulation
  • bibliometric analysis
  • computational advertising
  • macro issues in advertising
  • social issues of advertising
  • technology and advertising
  • watchdog organizations


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